The past decade has seen tremendous shifts in how people live, work, and buy goods, with an increased reliance on e-commerce and deliveries. Purchase histories generated through e-commerce can be highly personal, revealing identifying information about individuals and households. Constructing profiles from these data allows for the targeting of individuals and communities through practices such as targeted marketing and information campaigns. Furthermore, when purchase profiles are connected with delivery addresses, these data can measure the demographics of a local community and allow for individualized targeting to reach beyond the digital realm to the physical one. Events that accelerated shifts towards e-commerce, such as an infectious disease epidemic, have also widened equity gaps. This work is about alternative e-commerce delivery network models that address both rising privacy and wealth inequality concerns. This includes strategies that mask and add noise to purchase histories, and allow people to "buy privacy" through charitable contributions.
翻译:在过去十年里,人们的生活、工作和购买商品的方式发生了巨大变化,越来越依赖电子商务和交付。通过电子商务产生的购买历史可能是高度个人性的,可以揭示出有关个人和家庭的识别信息。从这些数据中构建的概况可以通过诸如有针对性的营销和宣传运动等做法针对个人和社区。此外,当购买概况与交货地址相联系时,这些数据可以测量当地社区的人口状况,并允许个人化的选定目标从数字领域延伸到实际领域之外。加速转向电子商务的活动,如传染病流行,也扩大了公平差距。这项工作涉及替代的电子商务交付网络模式,既解决不断上升的隐私问题,也解决财富不平等问题。这包括掩盖和增加购买历史的噪音的战略,并允许人们通过慈善捐款“购买隐私 ” 。